Alibaba to open e-commerce hub in Belgium

1 min readUpdated May 26, 2025Dec 12, 20188:04 AM

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Alibaba Group Holding Ltd has signed an agreement with the Belgium government to launch an e-commerce trade hub, which will include investments in logistics infrastructure. The project is part of Alibaba’s Electronic World Trade Platform (eWTP), and Belgium is the first European country to join the project following similar agreements in Malaysia and Rwanda.

Alibaba’s logistics arm, Cainiao, will lease a 220,000 square meter logistics port at Belgium’s Liege airport as part of the deal and invest an initial 75 million euros ($85 million) in the project set to begin operations in 2021, it said.

“We strongly believe that under the eWTP, we will open up the huge potential for European businesses to reap the benefits of global cross-border trade, especially into the China market,” Alibaba CEO Daniel Zhang said in a statement.

Alibaba’s eWTP is designed to help countries reduce trade barriers for e-commerce trade, including lowering or eliminating tariffs and speeding up customs clearance.

The company has previously said the project is designed to “compliment” the World Trade Organization (WTO).

Alibaba is expanding the project to Europe amid wider trade tensions, which have forced the firm to back down from efforts to tap U.S. sellers.

Recently, Alibaba Chairman Jack Ma said previous plans to create a million jobs in the United States had been put on ice due to trade tensions, according to Chinese state media.

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What this means

Alibaba's move into Belgium with a significant €75 million logistics investment signals a strategic pivot to deepen its global eWTP network, particularly targeting European markets after setbacks in the US. This initiative puts direct pressure on incumbent logistics providers by streamlining customs and reducing trade barriers, using Cainiao's expansive network. While competitors like Amazon have focused on direct retail infrastructure, Alibaba’s approach through eWTP aligns with its platform strategy, creating an ecosystem for others. The Liege hub's 220,000 square meter scale suggests serious intent, contrasting with Louis Vuitton's recent cautious approach of store closings in Asia. Success hinges on quickly demonstrating the promised efficiencies in cross-border trade, particularly for inbound goods to China. Watch for initial transaction volumes once operations commence in 2021.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What is the primary purpose of Alibaba's eWTP initiative?

Alibaba's eWTP aims to help countries reduce trade barriers for e-commerce, such as lowering or eliminating tariffs and accelerating customs clearance processes. The project is designed to complement the work of the World Trade Organization.

Which specific part of Alibaba will manage the logistics for the Belgian e-commerce hub?

Alibaba's logistics arm, Cainiao, will be responsible for managing the logistics infrastructure. Cainiao plans to lease a 220,000 square metre logistics port at Liege airport in Belgium as part of this new agreement.

What is the initial financial investment Alibaba is making in this Belgian project and when is it expected to begin operations?

Alibaba is investing an initial 75 million euros ($85 million) into the project. The e-commerce hub is set to begin its operations in Belgium during 2021, according to the agreement details.

Why is Alibaba focusing on expanding its eWTP project in Europe now?

Alibaba is expanding the eWTP project into Europe amidst broader global trade tensions. These tensions have previously forced the company to step back from efforts to engage US sellers in similar initiatives.

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